Who started “Beats headphones at London 2012”?

Sun Yang, on TV, Jul 28, 2012. It reached 4 platforms in 23 months.

LineageContestedKey steps, 9 of 10. Lines follow time and platform
Sun YangFirst postDaily MailPressThe IndependentPressBacklashMilestonePlatform jumpCommercialCommercialAfterlifePatient zero